Suppose you were a blacksmith in 1908, what choice would you have to make towards the future? The demand for horseshoes declined, but there were not yet enough cars for a profitable tire business. What are you doing then? In retrospect, the answer is simple, but in 1908 it was not easy.

There is a difference between the value customers experience and what service providers claim to deliver. We open the discussion to two questions from a customer centricity and change leadership perspective.